Pregled bibliografske jedinice broj: 919142
Star Marketer’s Impact on the Market Strategy Choice
Star Marketer’s Impact on the Market Strategy Choice // Management, 22 (2017), 2; 1-13 doi:10.30924/mjcmi/2017.22.2.1 (podatak o recenziji nije dostupan, članak, znanstveni)
CROSBI ID: 919142 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Star Marketer’s Impact on the Market Strategy Choice
Autori
Vlašić, Goran ; Hair, Joe ; Krupka, Zoran
Izvornik
Management (1331-0194) 22
(2017), 2;
1-13
Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni
Ključne riječi
market-driving strategy ; market-driven strategy ; star marketer ; market orientation
Sažetak
We focus on understanding the role of star marketers in pursuing a market-driven vs. a market-driving strategy. Results indicate that market-driving and market-driven strategies are two approaches that can be pursued by market- oriented firms. A star marketer has a robust positive influence on market-driving strategy. In contrast, a star marketer has no meaningful influence on market-driven strategy. In short, while star marketers are very important for market-driving strategy and long term success, they represent an unnecessary cost and provide no added value to companies focusing on market- driven strategies and short term results.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
POVEZANOST RADA
Ustanove:
Ekonomski fakultet, Zagreb
Citiraj ovu publikaciju:
Časopis indeksira:
- Web of Science Core Collection (WoSCC)
- Emerging Sources Citation Index (ESCI)
- Scopus
- EconLit
